An overview of the benefits to marketers of two new GA features: Enhanced Ecommerce and Data Import. Also included a look at harnessing the power of these and other features of GA through segmentation and remarketing.

1. Eliminating the guesswork
Enhanced Ecommerce
& Data Import for GA
Dara Fitzgerald
@darafitzgerald
Analytics Director
@measurelab

2. Features we will cover.
Eliminating the guesswork
#1. End-to-end funnel reporting with Enhanced Ecommerce.
#2. Import offline data into GA using Data Import.
#3. Drive performance with Segmentation & Remarketing.

3. #1. Enhanced Ecommerce
Eliminating the guesswork
Without
Enhanced
Ecommerce
User visits your site

4. #1. Enhanced Ecommerce
Eliminating the guesswork
Without
Enhanced
Ecommerce
Views product list page

5. #1. Enhanced Ecommerce
Eliminating the guesswork
Without
Enhanced
Ecommerce
Views product
detail page

6. #1. Enhanced Ecommerce
Eliminating the guesswork
Without
Enhanced
Ecommerce

7. #1. Enhanced Ecommerce
Eliminating the guesswork
Without
Enhanced
Ecommerce

8. #1. Enhanced Ecommerce
Eliminating the guesswork
Without
Enhanced
Ecommerce

9. #1. Enhanced Ecommerce
Eliminating the guesswork
Without
Enhanced
Ecommerce

10. #1. Enhanced Ecommerce
Eliminating the guesswork
Page Tracking
Event Tracking Ecommerce Tracking
Goal Funnel Tracking
Without
Enhanced
Ecommerce

11. #1. Enhanced Ecommerce
Eliminating the guesswork
Shopping Behaviour
Analysis
https://support.google.com/analytics/answer/6014841?hl=en-GB

12. #1. Enhanced Ecommerce
Eliminating the guesswork
Shopping Behaviour
Analysis
Checkout Behaviour Analysis
https://support.google.com/analytics/answer/6014841?hl=en-GB

13. #1. Enhanced Ecommerce
New product focused metrics
Track impressions on product list
and search results pages
Eliminating the guesswork

14. #2. Data Import
Eliminating the guesswork
Perfect for data that doesn’t exist
on the website or is business
sensitive
https://support.google.com/analytics/answer/3191589?hl=en&ref_topic=3191580

15. #2. Data Import – Cost Data
Eliminating the guesswork
Source & Medium (mandatory) are
used as keys to match imported
data with collected data
Select the metrics
to be imported
Additional columns for
campaign, keyword, etc.

16. #2. Data Import – Cost Data
Eliminating the guesswork
The correct CSV template
can simply be downloaded!

17. #2. Data Import – Cost Data
Eliminating the guesswork
ROI analysis can be performed
for all paid channels all within GA

18. Eliminating the guesswork
#2. Data Import – Custom Data
• This joins GA hit data with external data that you
upload (manually or via API).
• Custom Data Import does not apply to historical data.
• This is irreversible. Hits already joined with uploaded
data cannot be disjoined.
https://support.google.com/analytics/answer/6066714?hl=en-GB&ref_topic=6066740

19. Eliminating the guesswork
Key is used to define what
dimension/s will be
widened from
Widen-To Dimensions define
the data that will be imported
Again the correct CSV
template is provided
#2. Data Import – Custom Data

20. Eliminating the guesswork
#2. Data Import – Refund Data *
Full refund
To refund an entire transaction, use a row that includes only the Transaction ID.
Partial refund
To refund a partial transaction, use a row that includes Transaction ID, Product
SKU and Qty Refunded.
* Refund Data Import is only applicable for Enhanced Ecommerce
https://support.google.com/analytics/answer/6014861?hl=en-GB

21. Eliminating the guesswork
#3. Segmentation & Remarketing
Access your new custom dimensions and metrics
(including widened data) for segmentation

22. Eliminating the guesswork
#3. Segmentation & Remarketing
Click #1
Create checkout
abandonment
segment straight
from the new
Enhanced
Ecommerce reports

23. Eliminating the guesswork
#3. Segmentation & Remarketing
Click #2
Choose this segment
for a remarketing list

24. Eliminating the guesswork
#3. Segmentation & Remarketing
Click #3
Name the
remarketing list
Click #4
Choose AdWords
account
Click #5
Save!

25. Summary
Eliminating the guesswork
#1. Migrate to Enhanced Ecommerce for better product
performance reporting and Refund Import functionality.
#2. Import additional, offline data into GA with Data Import.
#3. Improve targeting with Segmentation & Remarketing.

26. Eliminating the guesswork
THANK YOU!
Dara Fitzgerald
@darafitzgerald
Analytics Director
@measurelab